Decision Maker: Regional Marketing Manager of Cadbury India Ltd.

Product: Cadbury Dairy Milk Chocolates

Market: Patna City

Competitor: Other leading brands of chocolates (Nestle & Amul)

MANAGERIAL DECISION PROBLEM:

Assessing the effectiveness of ongoing campaign of dairy milk for Cadbury India Ltd and strategising for advertising campaign.

RESEARCH PROBLEM:

RP 1: Assessing the factors that could influence advertising campaign.

RP 2: Understanding the competitor’s preparedness of their advertising campaign.

RP 3: Assessing the brand awareness levels of chocolates in the market.

RP 4: Understanding the role of packaging on sales.

RP 5: Consumer pattern for acceptance of price level.

RP 6: Understanding the acquaintance with advertisement.

RP 7: Understanding the sales pattern through retail outlets.

RP 8: Understanding the media exposure habits of potential consumers of chocolates in Patna.

RP 9: Assessing the specific media and time taken for advertising campaign to be taken.

RP 10: what psychological appeal like Humour,Pride,Love does influence the customers through advertisement in Patna.

RP 11: What will work as a advertisement copy.

RESEARCHES:

R 1:Consumer Research

R 2:Retailers Research

Now, as the researches has been identified we would go further with the consumer research. Survey of consumers to understand their acquaintances with advertisement.

RESEARCH DESIGN: Descriptive

RESEARCH METHODOLOGY:

Population: Set of all potential consumer of Cadbury dairy milk chocolate in Indian market.

Sampling Frame: Set of all potential consumer of Dairy milk chocolate in city of Patna.

SAMPLESIZE:n=(s*Z/e)^2 120 points

Using LIKERT SCALE

S= 5-1/6

0.67

Z=1.96 (95% confidence level)

E=0.12

N= (1.96*0.67/0.12)^2

=120 (approx)

SAMPLING APPROACH:

Non-probabilistic approach.

SPECIFIC SAMPLING APPROACH:

Quota Sampling